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A theory of successful product breakthrough management: learning from success

A. Coskun Samli (Research Professor, Department of Management, Marketing and Logistics, University of North Florida, Jasksonville, USA)
Julie Ann E. Weber (Project Leader at Wistacon Co. and MBA student in the Department of Management, Marketing and Logistics, University of North Florida, Jacssonville, USA)

Journal of Product & Brand Management

ISSN: 1061-0421

Article publication date: 1 February 2000

Abstract

Posits that developing breakthroughs is much more costly and risky than introducing simple product line extensions. Therefore, breakthroughs need to be managed differently. After developing a model to manage breakthroughs, generates a series of hypotheses and tests them against the information obtained from 30 major companies. The companies were chosen on the basis of one successful product that lasted over a decade in the marketplace. They were chosen from 143 product‐companies and only 30 of the products in question had survived. Provides important information regarding the management of breakthroughs.

Keywords

Citation

Coskun Samli, A. and Weber, J.A.E. (2000), "A theory of successful product breakthrough management: learning from success", Journal of Product & Brand Management, Vol. 9 No. 1, pp. 35-55. https://doi.org/10.1108/10610420010316320

Publisher

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MCB UP Ltd

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